CEOs should address social issues

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 15, 2021, 4:41 PM UTC

LinkedIn statistics show 86% of people expect CEOs to speak publicly about societal challenges.

B2B companies must be brave yet agile to be better placed in the post-pandemic world. Though the core fundamentals like building awareness and fostering brand loyalty will be the same, companies should also focus on building thought leadership and adding more context to their content marketing efforts.

Companies should bring their executives into the spotlight and give a face to the brand. Studies show that a business executive’s presence on social media positively influences consumers’ purchase decision. Around 66% of customers also said they would be more likely to recommend a company if they follow a company executive on social media.

Getting respected executive voices to address societal change can help improve brand reputation and customer loyalty. Businesses can also win consumers by creating jargon-free, clear, meaningful, contextual and relevant messaging.

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